Are You Blinded by the Heavy (Buyer) ... Or Are You Seeing the Light?

Light buyers usually are outshone by the seductive lure of the heavy buyer. Yet, when we look at the customer base of packaged goods brands, light buyers typically form the majority of the customers a brand has, acquires, and loses.

Are You Blinded by the Heavy (Buyer) – Or Are You Seeing the Light?

Jenni Romaniuk

Ehrenberg-Bass Institute, University of South Australia

Have you ever felt overlooked, neglected, and ignored, even though you make an important contribution?

Let me introduce you to the light buyer, someone who feels the same way. Heavy buyers are the darlings of the marketing world. Everybody loves them: They buy lots, they usually know all about the brand, they join our Facebook pages, and they even speak well of the brand in surveys. Many of our marketing activities—loyalty programs, for instance—are designed to appeal to...

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